The study was undertaken in a bid to assess the effects of media penetration (social media and legacy media) on consumers’ buying behavior (consumers’ preference and utility) with reference to Zartech Limited (Ltd). Responses were elicited from 370 (Returned out of 400) questionnaires determined through the Taro Yamane (1967) sampling formula. Survey design and multivariate model were employed for the study from which the regression analysis result showed a significant positive relationship between media penetration and consumers’ buying behavior of Zartech Ltd. To enhance market leadership across Nigeria and revenue yield, Zartech Ltd should increase social media advocacies on its products as a percentage increase in social media advocacy will lead to 28% and 40% increase in consumers’ preference and satisfaction respectively of Zartech poultry products.